Khai Khai is an innovative new F&B concept centred around ’Smoke Play’, Indian heritage comfort food prepared over hot coals. An exquisite menu charting India’s melting pot of distinctive regional food. Our brief was to create an identity full of fire and smoke that takes you on a journey back to the way things used to be in rural India.
The client wanted full blown magic and drama. We brought the brand to life via multiple original artworks, including an enormous framed piece on bespoke wallpaper, then distorted as if through smoke by circus-style mirrors. We also designed a theatrical village scene with a moody neon sign with Khai Khai’s ‘Smoke Play’ tagline from which coloured smoke is periodically flooded.
Quirky illustrations of village scenes, fiery, smoky painted textures and ornate latticework patterns are central to the brand DNA, and we weaved them subtly throughout, from the in-venue graphics and uniforms, to the menus and website. Full of charcoal and smoke, complimenting the cuisine and the charred interiors, making sure that every guest’s visit is full of evocative memories.